Although the name change is only at the license level, it fully has the communication ignition point that stirs up public sentiment.

There are several reasons for the uproar:

1. Brand effect of Big Mac. Not to mention the name change, in front of such a giant, a little trouble may cause a huge storm. In today's China, where the media is developed enough, all the people are media, and it is easy to cause communication hotspots.

2. The huge contrast causes enough topics. McDonald's is a foreign brand. In the eyes of a large part of China people, it is a restaurant image that is "tall". Its name also has an elegant and inexplicable grade, but suddenly it has been changed into a rustic golden arch. This huge contrast has impacted the original cognition of the public and will inevitably cause uproar.

3. The name of the Golden Arch itself is rustic. China used to be poor and backward, with gold as a symbol of wealth. All kinds of daily necessities for building decoration, wedding ceremony and bride price were used to show high-grade. For example, many mobile phones used rose gold as a publicity stunt.

However, with the rapid development of China's economy and the iteration of social culture, people's awareness of aesthetics has been gradually improved and promoted, and the so-called local gold has unconsciously become a color system criticized by people. Therefore, under such circumstances, although the golden arch looks both divine and shapely, it really forms a huge contrast with the public's psychological cognition.

4. The cognition of different classes is crossed and scattered, forming a three-dimensional communication, which makes the whole thing continue to ferment and make noise. Some people see the decline of a high-level brand, some people see the story behind it, some people see the operation and maintenance of the market, and some people see the leap of economic form.

Different levels and different angles of thought and cognition collide with each other at will on the big stage of the Internet, producing countless sparks, which makes the incident gorgeous and noisy.

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